Multicultural intelligence : eight make-or-break rules for marketing to race, ethnicity, and sexual orientation / David R. Morse.
"With decades of experience in multicultural marketing, author David Morse reviews the history of marketing to black, Hispanic, Asian, and LGBT (mostly lesbian and gay) consumers. He explains how including appropriate cultural cues in advertising can build brand loyalty that will pay huge divid...
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| Format: | Book |
| Language: | English |
| Published: |
Rochester, NY :
Paramount Market Publishing,
[2018]
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| Edition: | 2nd edition, updated and revised. |
| Subjects: |
Table of Contents:
- Part 1. Meet the new Americans
- 1. Melting pots, multiculturalism and marketing to the new America
- 2. Hispanic Americans
- 3. African Americans
- 4. Asian Americans
- 5. LGBTQ Americans
- 6. The new America and people of mixed race
- part 2. The rules of multicultural marketing
- Rule 1. Boost your MQ
- Rule 2. Divide and conquer
- Rule 3. Don't trust the experts
- Rule 4. Don't let the joke be on you
- Rule 5. Don't get lost in translation
- Rule 6. Push their buttons
- Rule 7. Market on a wink and a prayer
- Rule 8. Make up, don't cover up.